KEY THEORIES

KEY THEORY 15 -ALBERT BANDURA - MEDIA EFFECTS

If you watch too much TV, Youtube, Videogames you can become addicted

The effects model AKA The Hypodermic needle model. This theory implied mass media had a direct, immediate and powerful effect on its audiences.

The theory suggests that the mass media could influence a very large group of people directly and uniformly by 'injecting' them with appropriate messages designed to trigger a desired response.

This theory assumes that we are passive consumers who do not question every piece of media that is put out, so it doesn't work all of the time.

KEY THEORY 16 -GEORGE GERBNER - CULTIVATION THEORY

This theory covers the growing of an ideology through TV. The idea that prolonged and heavy exposure to TV cultivates, as in grows or develops audiences a view of the world consistent with the dominant or majority view expounded by television. (Again, this theory assumes that the viewers are passive and will allow it to happen).

KEY THEORY 17 - STUART HALL - RECEPTION 

PREFERRED READING - The 'right' reading of a text, which can be enforced by positioning.

This concept has to be approached carefully: Often texts intentionally have multiple meanings and readings, audiences can potentially get whatever they want out of any media text.

Hall set audience response into three groups.

These can help us to understand whether or not an audience sticks to the preferred reading, or if they decide to make their own decision as to how to decode text.

DOMINANT READING:
The audience agrees with the dominant values in the text, and agrees with the values and ideology it shows.

NEGOTIATED READING:
The audience generally agrees with what they see, but they may disagree with certain aspects.

OPPOSITIONAL READING:
The audience completely disagrees with what they see, and rejects the dominant reading.